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Though controversial due to their similarities to illegal pyramid schemes, multilevel marketing (MLM) companies annually generate billions of dollars and recruit millions of people, particularly women. The purpose of the present study is to assess how three major MLMs—It Works!, Young Living, and Younique—situate themselves online. We engage in a qualitative content analysis of these companies’ Web sites (including the language, visuals, and site navigation) to identify notable themes that emerge from online recruitment efforts. The analysis draws upon theoretical frameworks related to feminism, faith, and commodity activism as they intersect with neoliberal capitalism. The application of critiques of neoliberal feminism and commodity activism to an ignored but significant corner of modern capitalism shapes the development of a coding schema that unlocks a deeper understanding of how women are targeted by MLM promotional messaging.

It Really Works! Qualitative Content Analysis of Multilevel Marketing Organizations’ Online Promotional Messaging and Recruitment Strategies